Digital KnowHow

Improving your search engine rankings: understanding SEO

 Read time: 5 mins      Added:

Share:   LinkedIn     Twitter     Facebook     Share via email     Copy link to clipboardLink copied to clipboard

Improving search engine ranking93% of online experiences begin with a search engine*. This means, simply having a website is no longer enough. You need to ensure customers can find your website easily through a search engine.

  • The benefits
  • How to do it
  • Useful links

The benefits

Reach a larger audience

It’s estimated that Google alone, receives over 3.5 billion searches every day worldwide**. Expose your business to these potential customers and help drive more visitors to your website by increasing how often and how high up you appear in search results.

Target niche customer groups

Capture the interest of those who are most likely to want or need your products/services by targeting the specific words or phrases they're searching for.

Increases sales/donations

Make it easy for customers to find exactly what they're looking for on your site by configuring the language on your site to match their search words, and ensuring they go to the right page when clicking on your link. This helps create a seamless customer experience, which improves conversion rates.


How to do it

Set up data analysis

While it sounds technical, these 'Analytics' come with easy to follow instructions to help you understand who is visiting your site and how they're getting there, so you can target your marketing efforts appropriately.


Research keywords

Use free keyword tools, such as Bing's Keyword Research Tool or Google's Keyword Tool, to see which words and phrases related to your company receive the highest volume of searches each month. You will be able to sort through all the words to select ones that are commonly searched for, but aren't highly competitive or expensive. Then, make sure those keywords appear throughout copy and titles on your web pages and marketing content.

Optimise your website

Search engines use software robots - sometimes called 'spiders' or 'crawlers' - to assess the words, links and visitor activity on your site. This information is used to determine how relevant your site is to people searching for certain words, and prioritise it in search results accordingly. Here's what you can do:

  • Create a website that is informative, relevant and easy to use - Show search engines that your website is valuable for their users by writing high-quality copy for every page, using relevant keywords within the text, including useful navigational links and adding social media buttons so that visitors can share your content.


Encourage others to promote your website

Search engine crawlers also look to see how many people, and which people, are adding links to your site on their own pages. If they see that a lot of reputable people are linking back to your site, they will increase your rankings for certain relevant terms. To get people linking back to your site, you can:

  • Create shareable content that people will want to pass on to their friends and followers. This can be informative advice or entertaining stories.
  • Consider adding a blog to your website, so that you can regularly add new shareable content. Otherwise, you only have your web pages to place content on.
  • Develop genuine relationships with bloggers who write about your sector, or who have an audience similar to yours. Offer to write a guest post for their blog and include relevant links back to your site, so some of their readers will visit your website.


Please note that these are just examples of the types of analytics and keyword tools available and Lloyds Banking Group does not endorse the services they provide.

Useful links

For further information about improving search engine ranking, you can visit pages listed below.

Clicking on these links will take you to pages on other websites.

Search engines:  

Website linking:  

Promoting your business using blogs:  

Get certified by Google at The Digital Garage with free online courses:

Make the most of free online analytics tools:


icon - mouse - sand

Business can increase turnover and become more efficient by embracing online skills. Our guide is designed to highlight the benefits of online skills, digital platforms and marketing and communication channels, and how to apply them to your business.

Find out more
icon - idea - dark blue

Trading internationally can open up many opportunities to your business. Before trading globally, however, you will need to do your homework. We’ll guide you through the steps you’ll need to consider.

Find out more
icon graph - lb-blue

A close eye on today and a keen eye on tomorrow – they’re two ingredients for a successful business. Our range of practical guides and resources can help you manage your business to support you’re your current and future ambitions. You'll find links to useful websites and organisations, as well as helpful business tools.

Find out more

Important legal information

The products and services outlined on this site may be offered by legal entities from across Lloyds Banking Group, including Lloyds Bank plc and Lloyds Bank Corporate Markets plc. Lloyds Bank plc and Lloyds Bank Corporate Markets plc are separate legal entities within the Lloyds Banking Group.

Calls may be monitored or recorded in case we need to check we have carried out your instructions correctly and to help improve our quality of service. Please note that any data sent via e-mail is not secure and may be read by others.

Lloyds Bank is a trading name of Lloyds Bank plc, Bank of Scotland plc and Lloyds Bank Corporate Markets plc. Lloyds Bank plc. Registered Office: 25 Gresham Street, London EC2V 7HN. Registered in England and Wales no.2065. Bank of Scotland plc. Registered Office: The Mound, Edinburgh EH1 1YZ. Registered in Scotland no. SC327000. Lloyds Bank Corporate Markets plc. Registered office 25 Gresham Street, London EC2V 7HN. Registered in England and Wales no. 10399850. Authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority under registration number 119278, 169628 and 763256 respectively.

Eligible deposits with us are protected by the Financial Services Compensation Scheme (FSCS). We are covered by the Financial Ombudsman Service (FOS). Please note that due to FSCS and FOS eligibility criteria not all business customers will be covered.

Lloyds Banking Group includes companies using brands including Lloyds Bank, Halifax and Bank of Scotland and their associated companies. More information on Lloyds Banking Group can be found at

While all reasonable care has been taken to ensure that the information provided is correct, no liability is accepted by Lloyds Bank for any loss or damage caused to any person relying on any statement or omission. This is for information only and should not be relied upon as offering advice for any set of circumstances. Specific advice should always be sought in each instance.